Okay, we're going to get started. Not a big room, so I'm going to just try to speak to everybody here directly. Sorry for my phone, but there's no clock there, so I'm doing my little personal time check to make sure I leave time for my esteemed colleagues here. So we're going to start with a reality check. And here's the reality check. And by the way, it's research, so I don't take it personally. But after lunch, you'll remember 50% of what we talked about. Tomorrow, you'll remember 25%. In a week, you'll remember 3 to 10%. And in a year, you're not going to remember anything, except the story I'm about to tell you. So let's start with the story, and it's a story about what matters. And what matters is a story about three points. Point number one, what's your purpose every day, every week, every month, every year, professionally and personally? We think about this all the time, and that's a critical point because it drives our actions. So we tend to put attention on what matters to us. Number two, we put resources on what matters to us. Resources are finite, so we tend to just put them on things that we care about. And number three, those resources or tools, we practice. And we practice so we can get better at it, so that we can get more things that matter to us. So that's the story. What matters, what tools, what skills? So let's take a story about medicine. Let's say you were a doctor in an emergency department. In that emergency department, you were seeing the next patient, and the next patient, you did a history and physical. On the history and physical, you said, oh, I suspect meningitis. So what matters to you on that patient with suspected meningitis? Bet you get the diagnosis right. Makes a big difference, right? Meningitis versus otitis. Big difference. And you don't want them going to some other emergency room in two days with meningitis because you missed it. So that matters to you. So what tools do you use in order to find out whether this is meningitis? You've done a history and physical, so what's the next tool that you should use? Pull out CT. We're not going to do CT. You do a lumbar puncture. Now you want to be good at a lumbar puncture. You don't want a bloody tap. You want to be skilled at it so you can detect whether or not you have an increase in white blood cells, an increase in protein, and a decrease in sugar. So being skilled at that is important. So what matters? Accurate diagnosis of meningitis. What tool? Lumbar puncture. What skill? Skilled at doing a lumbar puncture. Okay. So now let's talk about everybody in this room who are brave people because you're still here at Wednesday listening to a lecture. Let's talk about what everybody does, what their setting is. Who here practices in their own practice? Who practices in a clinic for some company? Who practices in a university? And who practices for the government? So the bottom line is we all have different settings. And so what matters to all of us, what's in common among all of us even though we practice in different settings? And the answer is your reputation. You worked years. Get into medical school. Get into a residency. Get into a practice that you enjoy. And maintaining that reputation with everybody, that's your also known as brand. And we're hearing a lot about brand today because brand is the thing. What is your brand? It's your reputation. Number two, what tools do you use to improve your brand? Well, practice medicine well. Not your Marcus Welby bedside manner. Sorry, I'm dating myself, Marcus Welby, but your bedside manner. And social media is one of those tools that we're going to talk about today. Also what I call EWOM. Now I tell you that just so you'll remember it. And what is EWOM? Electronic word of mouth. That's the shift. Just remember we heard from those who have been in practice for a while, one person tells one other person good news. And what we've learned from social media, one person tells 10 other people bad news. I had a bad experience. I waited a long time. The nurse who boarded me didn't even take my blood pressure and yet they wrote it down. The place was dirty. That is affecting your brand. And word of mouth goes viral today. Better recognize it. That's what this lecture is about. Now like the lumbar puncture, that's a tool. Social media is a tool. If you work in different settings, if you're an emergency doctor, occupational, preventive medicine, you have certain things you may do. If you're an emergency doctor, you may set a shoulder. Is it a good thing to be able to do that well? And how do you do that well? You practice. The practice of medicine. Same thing in social media. So back to the three points of the story. You pay attention to what matters to you. You use certain tools to get what matters to you and you practice with those tools to get more of what matters to you. So today we're going to talk about that tool, social media. That sets the table for what we're going to discuss. And we're going to also talk about how to practice that tool. How to get better at that tool and why you should pay attention to it. So that's what we're going to cover today. I'm not a slide reader because that's insulting to my colleagues. I know you all can read slides. And we have handouts which you'll be able to get so you can remember some of these things when you pull it out in a year. So we're really going to talk about the takeaway from each of these. So social media is a powerful tool. It is. And we're going to talk about how specifically it's relevant and how specifically you should use it as a tool and how you can practice using it as a tool to get better at doing what? What matters to you. What matters to you as a physician? Your reputation. So what is social media? It's an ecosystem. And it isn't just one app. It's a bunch of apps. And they're all over the map depending on which one you use. How many people use social media? Okay. So how many people use social media moderately, meaning every day? How many people use social media several times a day? Okay. So we had a smattering here. So Bill Gates says it's the new town hall. And it is. It's a virtual town hall. It's electronic word of mouth. So that's going on whether you pay attention to it or not. It's like a patient that comes in. Whether or not you recognize the diagnosis, they still have the diagnosis. So my dad was a design engineer for General Motors and he used to tell me, Duane, reality is neither good nor bad. It just is. And as soon as you accept it, it stops working against you. That ecosystem is working either for you or against you. Do you want to have a say in it? Do you want to have a say in how your reputation is being managed in that ecosystem? I'm not answering the question. It's rhetorical. I'm just setting the table for you to think. So that's what today is about. I want you to think about what the tool is, what they're like, how you can use it, whether you're going to use it, and how you can practice. And here's the other thing. Do we all remember Maslow's hierarchy of needs? We have that work every day in that town hall. People go on social media for a lot of different reasons. And we have patients who come in. Does every patient come in wanting to be an engaged patient? Wanting to do exactly what you say therapeutically? Want to comply? No. They have mixed needs. You may not even know those needs or agenda and may have to ferret them out inferentially. But the point is, they're meeting their Maslow's needs, whatever that agenda is. And social media is a tool. And that scales from individual to a company. Remember somebody comes in and has worked for this big company and they have a particular line in that manufacturing plant that they work in. They didn't like the fact that you didn't give them the restrictions they wanted. Or the opposite. They gave them more restrictions than they wanted. And everybody on that line knows about it. And all of a sudden you get visits from everybody who are all trying to meet their needs. Heck, time for a day off. Gee, I think I'm going to take Friday off because I really don't feel well just because it's deer hunting season. So social media is huge. It's exploded. It's massive. We don't remember these numbers, but we want to remember the numbers are huge. And Facebook, YouTube, Instagram, LinkedIn, Twitter are different. So they're different platforms that are used for different reasons. And some of those are business reasons. Some of those are personal reasons. So what's the biggest search engine that we know? Google. What's the second biggest? Facebook. I'm sorry, YouTube. People are using YouTube to search for content, video content. And then there's Twitter. We all know about Twitter. Anybody who's been to the last presidential election and paid attention, Twitter's a big deal. But how is Twitter different than Instagram or Facebook? That's because Twitter is micro-blogging. It's a blog. It's just micro. So you have a lot to say. But the difference between these is noise. Twitter, unrestricted, micro-blogging, tons of noise. So you have to know what it is you want to use, because you can't be good at all these platforms. You don't have enough hours in the day. Remember as physicians with all regulatory compliance issues and crappy EMRs, we need a 27-hour day. So you have to be selective about what you're going to use. A tool needs a purpose. So as I started with the story, what matters to you in your practice? Not just personally, but what matters to you professionally? Is it your reputation? Are you trying to build more clients and increase the pipeline of companies that use your clinic? Are you the medical director but also in charge informally of business development? So social media, that's another purpose. And what's your target audience? Companies, patients, both, colleagues? These again are questions, not answers. Because again, we're back to the story. What matters to you? What matters to you in your practice? And you need an endgame goal. You're going on a vacation. You don't just go on a vacation by getting in the car. You plan it. If you're going to sew up a laceration, you don't just walk into the room without a plan. You've already seen the patient once before you're going to do that laceration repair. You know what it is. Do you have a bleed or is it a multi-layered closure? What's the issue? And you need metrics. You just treat blood pressure one time? Do you certify someone for DOT forever, once? No. You measure, measure, measure, measure. We're scientists. That's what we do. So who is the primary audience? Companies. What size companies? Are we focused on self-funded, small companies, manufacturing, service industry, what? What kinds of patients? And what about the Maslow's hierarchy of need for the patient? So remember, it's a two-sided e-health market. It's patient and doctor. And in this marketplace, it's no longer field of dreams economics. What's field of dreams economics? Build it and they will come. Be there, supply it, they will come. In a pull economic marketplace, the consumer or the patient draws demand, and that relationship is with the doctor. And the other part of that party is information. So information is the other key to this triangle. Doctor, patient, information. Social media, reputation. Network building. How do you build a network on social media? You have all kinds of opportunities. Has anybody here talked to any colleagues while you're here? Has anybody shared their handle? Hashtag, call me. Leaders and influencers here, the media, all these are opportunities to do network building. We all know social media jargon, correct? Does everybody here know the jargon? What a hashtag really is and what a handle really is? What are the rules in making up a hashtag? What are good methods for making up a hashtag? Same thing for a handle. Do you just want to use something plain vanilla like Dr. John Doe or do you want to be creative as the MROinator? Whatever your message is to people, that's the key. You're trying to make a message. You're trying to communicate information. You're trying to engage. Social media platforms for medical professionals. We just showed the common platforms, but there are platforms for professionals, doctors, Doximity. I'm on Doximity. It's more the whole medical community as opposed to clinicians. These are international as well. There's an international organization for health outcomes that just came out 10 years ago, Michael Porter and Stephen Larson, who are really focusing on value internationally. There's a whole community for studying value-based medicine internationally. Get involved if you're interested, but get involved with what matters because you can't do everything. I boil it down to other networking, other meaning. It starts very systematically. You start by reading what matters to you. Read others. Number two, add to others. You like it, add to it. Number three, now you feel like you have a handle on this. You have some things you're passionate about, things that matter to you. Be a leader. You start creating original content. It's a simple process of building this. I will tell you there's a beautiful thing that has a downside, however. There's a caveat. Social media costs how much? Your time. It's otherwise no cost. However, you can't do everything well. You have to focus in on what is important. Social media, to do really well, depending on what your target is, is hard. I'm not going to be delusional here by saying it's just a cakewalk. Is putting in a chest tube easy? Takes talent. Takes practice. Not easy. Depending on the patient. Intubation, same thing. Social media is tough. I'm just telling you, choose a target, but start with what matters to you. What platform works for you? Facebook. It's mainly family and friends, but companies have Facebook pages. Not individual, but a page. That's how companies are different. Instagram, owned by Facebook, for those of you who don't know that. Facebook owns Instagram, and they reward you for one thing, engagement. The more likes you have, you get rewarded by these platforms. LinkedIn, that's basically a digital CV. If you want to be on LinkedIn to network with your colleagues or job searches and so on, that's LinkedIn, or the AECOM search site. Twitter, that's 280 characters, micro blogging. YouTube, post to YouTube. TikTok, that's in controversy because it's a Chinese-owned platform and they just think it's something that's meant to siphon off information from the United States. We'll see where that lands, but that's super popular for setting 15-second videos. So, choose a platform which matches what matters to you and what you're trying to do with your reputation or any other target goal. Thoughts for program planning. You have to be engaged. So, once you start, you have to stay engaged if you expect to get hits. Tailor your organization's landing page or your individual page so as to match what your purpose is. What is it that matters to you? Make sure your hashtags are relevant but not overutilized. And make sure effective posting type and categories are regularly scheduled, meaning, put yourself on a disciplined schedule if this is what matters to you. Thoughts for program planning continued. Ongoing analytics. Remember I said, see how you do. Did you intubate or not? Is the blood pressure being well-controlled or not? Are you effective in your social media campaign or not? There are metrics with all these platforms that you can look at to see how you're doing. And videos are 15x more powerful on these platforms than text. And you can get a lot of these graphic design tools free. So, thoroughly understand social media as a tool to help you get what matters to you. Understand that there needs to be a purpose for the tool because you can't be good at all those platforms. Build upon your current network that you already have professionally or personally with companies or with patients. Learn the jargon. Become familiar with the top medical platform if that's what you want. Study and review these platforms. Create a plan and read, add, lead. And finally, review these analytics to see if you're doing well in your practice on social media. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. 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Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. So, thank you very much. And I look forward to your questions at the end. Wonderful. Thank you so much, Duane and Parvati. You really set up the stage for me. So, I'm the closer right before lunch. So, I appreciate you all sticking around. I know it's the last day of the conference. But this is such an important topic to all of us here with the member communications committee of ACOM. And we really wanted to drill home some of these concepts. I really like what Duane said about what matters to you. That's really significant. And all of us have an internal value system by which we carry on each and every day. And really, social media is an outlet to be able to relay what matters to us in educating our respective stakeholders. Whether we work for corporations, whether we work for governmental entities, with that being said, I do work for the federal government. And what I'm saying does not represent the thoughts and views of my employers. I just wanted to put that out there. But regardless, we need to be able to utilize these channels to communicate to our stakeholders. And making sure that they understand what matters to us. And I can speak from personal experience. I've been utilizing a variety of different social media platforms over the years. And I can tell you, people do respond to quality content. And if it comes out authentically, believe me, you can build a community of practice from all over the world. And I really value that. And I'm hoping we can continue that legacy here with our members today. So I do not have any disclosures pertaining to this topic. So I'm not sure about you all, but I've been doing some reflecting over the last few months as we're coming out of the pandemic. And we're seeing a lot of our respective employees coming back to the workplace. Employers are continuing to hire. And really, there's a need for high-quality, accessible, low-cost occupational health services in the community. So from my standpoint, we really need to be able to relay to corporations, to employees, to anyone who's willing to listen about what's happening and what we envision in this post-COVID world. And social media can be a great outlet for that type of communication. And really trying to expand our reach. I know many of us here are passionate about occupational and environmental medicine. But really, we need to continue to reach out to our respective entities. I feel a lot of us work in corporations. And every corporation has specific rules that they need to follow when it comes to social media practice. I am here today to tell you all that work with your compliance folks with your respective organizations. And learn about your social media practices. It is okay to post. As long as you're following the rules and regulations of your respective entities. And really, our job as ambassadors of the specialty, is to continue to promote what we do. And educating as many people as possible about the value that we bring to organizations across the world. So, I just wanted to summarize a couple of these concepts. I know my colleagues already touched upon many of these. But really promoting your brand. And it really boils down to what matters to you. I'm going to keep emphasizing that. Because that really resonated with me. What matters to you will come out as authentic messaging. And to me, authenticity is everything. If you don't know your value system. And you don't know what you're saying. And you're not able to communicate your passions to the community at large. Then why are we here? We really need to continue to promote what we do. Promote yourself. Promote your brand. And there's nothing to be ashamed of when it comes to that. And for many of us in clinical practices. I know many of us are in private practice. Building your patient base. And education is such an important thing. Parvati mentioned the education component when it comes to health and wellness. I can tell you for a fact, that's a great topic. Non-controversial. Everyone wants to be healthy. I feel like you can't really lose when you talk about health and wellness. So there are a lot of things that you can do to build up your social media platform. Whether it's LinkedIn. How many of you all use LinkedIn? I feel like LinkedIn is the go-to. I feel like a lot of us like LinkedIn. And if that is your social media platform of preference. Then by all means, start using it. I can tell you for a fact, people reach out to me daily on LinkedIn. Asking about a variety of different occupational and environmental health topics. And it's really exciting to network with folks who may not necessarily be occupational and environmental health specialists. But they want to learn more about what we do. And that's great. You can connect with everyone from all over the world. And it's really easy to use. So I kind of wanted to provide some additional context when it comes to utilizing social media. Especially for many of us who work for employers and corporations. So the way that I've envisioned the use of social media in this arena is education. Really educating your HR colleagues. Your safety colleagues. Even the C-suite. They would really appreciate content that is high yield, high value. And has potential benefits for their respective organizations. And really workforce development, productivity. How you can engage your employees. These are winning topics across the board. And then really sharing best practices. I've developed a community of practice on LinkedIn. And I'm very proud of that. And I think many of you can as well. So continue to focus on the topics that matter to you. And just putting the messaging out. You can't really lose. And generate the buzz. Generating buzz is good. You want to be able to highlight those accomplishments that you've achieved. Whether it's in your respective private practice. Whether it's in your corporate world. Or whatever happens to float your boat. It's important to highlight your accomplishments. And people want to hear about it. So we're going to go ahead and wrap it up. We appreciate you all being here today. And we'll take some questions. Thank you. Well, good morning. I'm Jorge Borros Dias. President of Portuguese Society of Occupational Medicine. Thank you very much for the three wonderful speeches. And information you share. And in fact, I don't know. My question is for all. Not only for you. That in fact in my life I've been a doctor. And I've discovered my iPhone does some things very useful. That I never noticed it was there. And what I feel is that all changes so quickly. That that important information. And even the last comment you said. Is that it's very important to be able to share information. And the last comment you said. Is that we need to do this. Because it's good for the health. And what do you think about to have more information. Practical. That could be useful for help us to be update. How to do our tools. And because it's too quickly. I remember that I went to the from paper. I belong to the time, from paper to computer and to work, word, and discover by myself the things, and discover myself with the new app and the new iPhone, but so if we need that, if there are tools for health, what do you think about to create a section of communication, social communication, and tools, develop information that could update all, and the needs of all, and the needs, and maybe it was beginning of some workshops very direct that we know that is good, it's not the same thing that go to YouTube and try someone that sells, and then I do it sometimes, but then I, after ten minutes of listen, they are talking about other things, not those things that for me, for my job, so what do you think about to work, we believe that to work more on this, more tools, and discover these tools, medical like examination or diagnosis. Your comment actually is incredibly apropos, and I'm going to explain the use case of that, so we can bring it home pragmatically, but I'll start with a couple of questions. So we do a randomized clinical trial, controlled trial, and that gets out in the literature, and then by the time it gets to mainstream medicine, and used by majority of people, what is that period of time that that is, 17 years. Number two, what's the shelf life of that randomized controlled trial, five and a half years, and most of them need to be updated in two and a half years. So information exchange that we talked about today, isn't just from us to our patients, but among our colleagues, if there's a way for us to take evidence based medicine, and shorten this learning curve, and it's the learning curve with all stakeholders, employers, and our colleagues. And everyone's asking the same questions that you're asking. Your questions are incredibly perspicacious, because they hit to the point of what's important, and that people need a source in which to have this virtual town hall, where we can talk about these issues, exchange that information, and move the ball forward. So ACOM, I think, is beginning to make some moves in that direction. I think the forums that we have, and the dialogue we have, are really good. And we should advance that, especially in the area of evidence based medicine. Number two, evidence based medicine is setting the stage for what we see in group health, but it's coming to occupational medicine, that is value based purchasing. Value is quality over cost, right? Well, how do we quantify that? There's the comparative effectiveness research that shows this outcome to that outcome. It's not out there, ostensibly. Why? We don't collect enough evidence, and we don't report outcomes. The outcomes we report in medicine are mortality and adverse events. Somebody falls in the hospital. Medication error. But we're not actually comparing outcomes. So this kind of virtual town hall that we need among our colleagues and with our patients is critical. So that's evolving in the next five to seven years. That's going to happen. I'm doing some NIH research in exactly that area. And that is what you're going to see, is we're now going to be, our performance is going to be compared. Not only what we get a comment on social media from one of our patients, but also with insurers are paying for that value. Are they getting value? Are the outcomes changing? So we need the dialogue, this virtual dialogue among ourselves as colleagues, as ACOM members, and also with our patients. And I think a forum like that is helpful. Manny, you want to comment? Yeah. I just wanted to reiterate a lot of what Duane just said. I mean, creating this virtual town hall, I mean, having you here from Portugal, I mean, this is huge. I mean, really trying to connect with our international colleagues on best practices, especially when it pertains to specific occupational health topics of the day. It's really important to be able to continue to communicate clearly, succinctly, and with evidence. And that's what we do best. So if we can at least relay that to you all today, and that's the one thing you remember from today, I think we've done our jobs. So thank you for your question. Yeah, and also, for those who haven't seen, there's an international consortium on health care value that's been formed. It's based in Cambridge and in London. And it's a combination of Michael Porter's work. Anybody read Redefining Health Care back in 2006? Okay. It's Michael Porter plus Stephen Larson, who's part of the Boston Consulting Group. And there are now 30 measures internationally that the consortium has agreed upon. And so we're seeing this not just as a U.S. effort, but now it's a global effort of physician providers, of health systems, of countries. So if you haven't had a chance to look at that, or check out the most recent book from by Larson and the Boston Consulting Group on the patient priority, take a look at it, because that's where medicines go. Thank you. Hello, Mark Bodo from Seattle. So I have a question here. How many people know exactly what base drop syndrome is? Everyone? Base drop, B-A-A-S-T-E-R-O-P. No? I thought everyone would know. I didn't know. So I do IMEs. I've done about 11,000 of them. So I get these record reviews, and the patient had base drop syndrome. Well, I had no idea, but my tool is YouTube. Within 10 seconds, I got it up there, and I got a video about it. And what it is, is just connective tissue between two adjacent spinous processes of the spine. I got it. So I use that just for my knowledge, and it comes up instantly, and you get videos about it. It's a fantastic tool for what I do. I just wanted to say that YouTube in itself, in addition to its entertainment values, has very specific validity for what we do. Thank you so much for your comment. One of the things I do is, I work for a community health center. We don't have a large website. I created a little link of good websites for my patients. Especially in the health and wellness framework, if somebody has really bad pain syndrome, and that's how I generally tend to use the website. In terms of looking information up, one of the things I would say for YouTube that I like is that you literally can search anything. For example, we had a patient who got leprosy from an armadillo. Oh my God. I didn't know you could do that, but we had a worker travel to Florida, and they came back with leprosy. So again, I looked it up, and I researched it. So again, these are all tools that I would say, please use it up. Don't be afraid. One of the things I would say is, I think we should acknowledge there is generally a fear of putting myself out there. How I look at it is just looking at it as a networking tool. If you're starting out, I would highly recommend LinkedIn. Connect with all your friends from school, from work, and then start out there. But in terms of patients, patients are truly looking for information. My angle is, as I said, I'm really passionate about education, because I think it's really important to guide your patients to good information. They're going to go out there. So it is really important. Not only is it a public service, but it's also part of your duty, I feel, as a physician to guide employees, guide patients, guide companies. Because if you don't have it, or you don't provide it, they're going to go out there and look for it. And for all the expertise and knowledge we have, I think this is something that we should really do for the health of our patients and our populations. Thank you. Thank you very much. Rodolfo from the Health and Informatics section. So to your question, I think that, and I don't know if I'm overstepping, but we definitely can do a webinar on a step-by-step on how to set an infographic, for example, with the data that it showed. Today it's very easy to create one of those. Let's say AI. You can just put whatever you want, and basically you have a complete infograph. So maybe we can do a webinar from our section also, from the international section as well. I think that if we all work together, we get better results. So I think there are very important and very amazing things that other countries are doing that we can harvest and we can learn from them as well. And I think that in a utopian world, I would love to see, has anyone seen that, for example, in certain social media, you have like a little arrow or a check? Have you seen that? It has the name of the person and a blue thing with a blue ribbon. Actually, what they're trying is to say, this is a real person and it's validated. Someday I would love to see that exact same thing with everything related to medicine in the web. That would be great. Because as you said, our patients are going to Dr. Google to look for everything. So if they are already going to Dr. Google, and I will rephrase what you said, it is our responsibility. Let's saturate ourselves. Let's saturate the internet with our postings, with our infographics, with our information, with our videos, with our presentations, so that there's more out there. So that every time someone goes to Dr. Google, statistically, it will be very less probably to find misinformation about something and they will maybe land into one of our presentations. Those are brilliant comments, my friend. Thank you so much. So with respect to the health informatics section and the infographics, I think that's a fabulous idea. I made a mental note and we should definitely talk about that. Being able to disseminate information in very short sound bites that we can relay to a general audience, I think is key. And it looks like we have people here in this audience who hopefully can help us with that. Because it's going to take a village to be able to get good quality, evidence-based information out to the masses. I'm sure many of you attended the Patterson Lecture yesterday. And really, misinformation is the biggest thing that we have to combat right now as a society and as a professional organization. I know ACOM and some other organizations have utilized the SEO, or search engine optimization tool. So that way, we can actually prioritize our content over content that may not be scientifically based. So we have a lot of tools at our disposal. But I really highly encourage you all to really start taking that deep dive into social media. Find your platform of preference. Start out with a LinkedIn post. Do an Instagram post. Video really has a lot of traction. I'm guilty of this. I used to do a lot more videos a couple years back, but I got sidetracked. I need to get back on that. Because people really want to see us. They want to really talk about issues of the day. Whatever happens to be happening in your neck of the woods, people want to hear about it. So don't be afraid to utilize the tools that we have to educate our patients and our respective stakeholders. I'm sorry, Dewey. Go ahead. Andy, we have one more stakeholder we're dealing with now. Health IT should be attuned to this. And who is that other stakeholder? Chatbots and generative AI. You're going to see generative AI is coming to your theater, meaning your EHR. And generative AI, if you don't know about it, it creates content, like chatbot, out of nothing. It takes whatever's there. It's a posteriori information, mix and matches it, and comes out with something new that it generates. Now you're going to be working against that next digital stakeholder that you all didn't have to deal with before. So health IT, communication committee, close communication, because we have challenges. There are things we don't know that we don't know. And that's what's coming. And so social media is just the coming of the wave of the information age, where every two years everything changes. So next year, a lot's going to be different. That's one year. Generative AI, if you haven't read about it, read about it. Read about chatbots. It's going to affect you. So having an ability to us to communicate about these issues and come up with strategies as an organization, and as individuals to deal with it, I think is very important. To your point. Yes, please come to the mic, please. Yes, please come. We have a couple of minutes left. Hello, my name is Matt. I'm from UT Health at Houston. I'm the PGY3 resident. So I love this idea of using social media. I think it's a great tool. If you've ever used social media, I'm certain this may not be a shock, but political discourse is rampant. So I didn't see that listed in your list of pitfalls. So I'm curious, because I think because of COVID, that highlighted that politics can have heavy implications in the health realm, in the medical institutions, speaking about like uptake of vaccines and stuff, but other political issues like gun violence, maternity leave, abortion. So these have political implications if we take stances on them. So I'm curious about your thoughts about politics and whether or not we should engage, express our political views on social media. What do you think? There are caveats. My residency director was Dr. Green, and one of the things she advised a female physician and I valued is you really have to be professional. And at the end of the day, this is a professional website. It's a professional site. It's not a personal site. So and like you would treat anyone, like whether you would talk, I'm not going to discuss certain things in a mass. I'm going to discuss certain things in a one-to-one patient contact. So you do have to have filters. There's some really good information about what to and what not to do out there. The American Medical Association has some great information. I think at the beginning, keep it simple. Look at your audience. Have some ground rules. Have some rules for your website. Treat people kindly. You can be a moderator. But generally, I think from a professional stance, I would not be, and also my employer, it just wouldn't be professional, I think, to have open discourse about those topics. Because at the end of the day, we want to do good, and that's my primary motivation. I don't want to attract negativity. I do not want to even engage in negativity. My aim is to reach my patients, to provide some positivity out there, and really provide factual information. One thing you have to understand is that the majority is silent. There are a lot of people out there. You want to grab their views. You want to grab their eyes, you know? So that's how I would approach that. We could spend two hours today on social media, because we've only cut the surface here. Because there's all kinds of caveats. There are rules of etiquette, professional decorum. But also, we are scientists. We should stick to the rule of science, and that which is reproducible, and based in the evidence. Once we stray from that, and remember, Twitter, the little bird, is a metaphor for once we put something out there, it flies away, and it's codified on that virtual environment ecosystem forever. So have we ever said something that we regret, but it goes away because we said it from one person to another? The things that go on social media that you may regret, you know, it's like the carpenter. Measure three times, cut once. So think three times, and post once. Because you can't take it back. And so, again, we could spend an hour on etiquette, and rules, and caveats, and downsides to the pitfalls and the negatives that come with social media. So my only caveat to all this is, be thoughtful. Think about what your professional self would say in 10 years to a comment you made today. That make sense? I think that makes total sense. So I think we're going to go ahead and conclude this session. Oh, did you have one more question? I'm sorry. Yes, ma'am. Please, come. First of all, thank you, team, for this wonderful presentation. It's been very enlightening. I just have this one very small question. I guess I misunderstood something, but I heard EMR and the AI chat box in one sentence, I guess. I'm not sure. So I was kind of wondering, is it linked to our EMR? It will be. Oh, boy. It will be. Microsoft Azure, Epic, they've all announced initiatives. I'm going to HIMSS tomorrow in Chicago to talk to some of my colleagues about what's going on. But the bottom line is that a generative AI, just Google it, and look at these initiatives because it's coming to your EHRs. We could spend a whole other day on EHR, which is what I've been focusing on for 30 years. EHRs are not doctor-centric. My wife's an attorney. She goes, you are the most expensive scribes in the world. And she was painting a picture of a courtroom where everybody got a legal pad instead of a stenographer. That's our world. That's why our productivity has dropped 25 to 30%. Our life's a lot harder. Generative AI is going to attempt to make shortcuts to create digital people and digital representations. The whole point about social media, EHRs, generative AI, do what matters to you. And does your reputation and your job and your efficiency and the quality of what you do matter to you? Then get engaged. Thank you so much for answering my question. All right. Thank you, folks. Have a great rest of your afternoon. Thank you. Good job.

social media

communication

education

occupational medicine

personal brand

stakeholders

LinkedIn

YouTube

professional goals